Arbelle

Arbelle is a Swedish beauty technology company that develops artificial intelligence (AI) and augmented reality (AR) software for the cosmetics industry.

It was launched in 2023 as a brand under Visage Technologies AB.

The company provides business-to-business (B2B) solutions, including virtual makeup try-on tools, foundation shade matching, and conversational AI assistants for cosmetics brands.

Arbelle is an active participant in beauty trade exhibitions such as Cosmoprof, MakeUp in New York, and Beautyworld Middle East. It was also one of the official sponsors of the Pure Beauty Awards 2025.

Arbelle's solutions are used by global beauty brands such as Cosnova, Oriflame, and Palm Beach Tan.

Origins and development

Example of visageSDK (Visage Technologies' main product) face tracking and analysis (gender, age and emotion recognition Arbelle's technology is based on the computer vision research of its parent company, Visage Technologies AB, which was founded in 2002 by Jörgen Ahlberg and Igor Pandžić. The founders were contributors to the MPEG-4 Face and Body Animation International Standard. Over two decades, Visage Technologies has developed facial tracking, analysis, and recognition software used across different sectors such as the automotive, security, retail, and other sectors and others.

As consumer behavior shifted toward e-commerce and digital personalization around the 2010s, several cosmetic brands integrated Visage Technologies' facial tracking software into their digital platforms. In response to this demand, the company developed a specialized virtual makeup software development kit (SDK) designed for real-time makeup simulation in 2019.

Launch

In 2023, Arbelle was formally introduced as an independent brand to provide what it describes as "fourth-generation" beauty AI. The brand was positioned to address common industry issues such as high product return rates caused by incorrect shade matching and choice overload in digital shopping environments.

Architecture

Arbelle's platform utilizes proprietary software that tracks over 150 facial landmarks in real time. This allows digital makeup to remain aligned with the user's face during movement and varying head rotations. The rendering engine is designed to simulate various makeup finishes, including matte, glossy, and shimmer.

Data and privacy

The company's research and development are conducted in Sweden and Croatia. Arbelle states that its technology is designed for compliance with the General Data Protection Regulation (GDPR). The software does not include "beautification" filters that alter facial structure, focusing instead on the simulation of physical products.

Products and services

  • Virtual Makeup Try-On: An AR tool for real-time visualization of color cosmetic products such as lipstick, eyeshadow, and foundation across various devices and browsers.
  • Shade Finder: An AI-powered virtual foundation shade matching tool for foundation and concealer. It utilizes the Monk Skin Tone Scale, a ten-point scale developed by Harvard's Dr. Ellis Monk, to improve matching accuracy across diverse skin tones.
  • ArbelleGPT: A conversational AI assistant that uses natural language processing to provide product recommendations.It has an integrated virtual try-on that visually demonstrates recommendations during the consultation.
  • Analytics: A dashboard for brands to monitor consumer engagement, popular shade trends, and conversion metrics across markets.

See also

  • Visage Technologies AB
  • Visage SDK